Wednesday, April 15, 2015

Marketers can get help with customers by turning to God

By Matt Richtel

God is often portrayed as a benevolent father figure, or a protective force. But how about a different image of God: the marketing force? New research shows that when consumers are presented with the concept of the divine, even in an offhand manner or an ad on social media, it can prompt them to take risks they might otherwise not. Like trying a new product or experience, even one with a bit of danger. The idea of God “makes people feel safe or protected,” said Kristin Laurin, an assistant professor of organizational behavior at Stanford’s business school and one of three authors on the paper. [link]